[SMK] Social Media Knowledge

Strategy Course – Conversion Rate Optimisation (CRO) Masterclass

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1295 +GST
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Updated November 2023


CRO Principles, Conversion Tracking Tools, Attribution and Privacy Impact

  • Understanding CRO
    – How to develop an experimentation culture
    – Must-use tools for tracking and optimising digital marketing activity
  • Tools and tech for collating data
    – Web analytics
    – Social media tracking and pixels
    – CRM
  • Conversion tracking and attribution
  • Maximising CRO across owned, earned and paid media activity
    Full-funnel thinking
  • Navigating the shifting privacy landscape
    New ways of thinking post-privacy

Tracking Conversions With Google Analytics, Meta Pixel and More

  • Maximising Google analytics for CRO
  • How is conversion tracking different in GA4
    – Establishing GA4 for conversions from events
    – Mapping GA4 and UA data
  • Understanding events
    – What are events
    – What type of events does GA4 track
    – What role do tools like Google Tag Manager play in this
  • How to create or modify conversion events
  • Integrating with Google Ads and YouTube
  • Matter and other social pixels
    – Pixel setup
    – Establishing conversions
    – Creating conversion campaigns
    – Reporting and evaluation

Conversion Rate Optimisation Testing, Experimentation & Data Analysis

  • Analysing conversion data
    – Why data isn’t all it’s cracked up to be
    – Where does the data fit in?
    – Macro and micro conversions
  • Optimising user journeys to drive more
    – Conversions
    – Reducing friction
  • Collating quantitative and qualitative CRO insights
    – Testing
    – A/B testing
    – Multivariate testing
    – Understanding statistical significance in test data
  • What to test?
    – Useful tools
    – Formulating your hypotheses
    – Creating an experimental process 

Owned, Earned and Paid Media Conversion Rate Optimisation

  • Coming up with CRO ideas
    Hypotheses forming
    – Prioritisation frameworks  
  • Paid media optimisation
    – The growing role of automation
    – On-platform conversions over web conversions
  • Landing page optimisation
    – Optimising for user behaviour
    – Landing pages vs homepages
    – Visual hierarchy
    – The fold
    – Value proposition and copywriting
  • Email optimisation
    Effective evaluation
    – Automation
    – Copywriting and design